Managerial Communication-1

Module-1
Introduction
Introduction
Communication is the most vital ingredient of an organization. In fact, an organization cannot
be conceived of without communication. An organization is a group of persons constituted to
achieve certain specific objectives. The achievement of these objectives largely depends upon
a proper co-ordination and integration of human effort in an organization. The people
working in an organization are interrelated; their activities are also interrelated because all
activities are performed only to achieve the organizational objectives. Co-ordination and
integration of various human activities are possible only if there is an effective system of
communication in the organization which provides for exchange of information and sharing
of various ideas. The more effective the system of communication, the better is the relation
between workers and the management. It is communication which gives life to the
organization; so, it is rightly known as the life blood of an organization.
Defining Communication
The term communication has been derived from the Latin word ‘communis’ that means
‘common’ and thus, if a person effects communication, he establishes a common ground of
understanding. Literally, communication means to inform, to tell, to show, or to spread
information. Thus, it may be interpreted as an interchange of thought or information to bring
about understanding and confidence for good industrial relations. It brings about unity of
purpose, interest, and efforts in an organisation.
Definitions: There are a number of definitions of the term communication. A few of them are
being reproduced below:
“Communication is the sum of all things; one person does when he wants to create
understanding in the minds of another. It involves a systematic and continuous process of
telling, listening and understanding.”
– Allen Louis
Communication has been defined “As the transfer of information from one person to another
whether or not it elicits confidence.”
– Koontz and O’ Donell
“Communication is an exchange of facts, ideas, opinions or emotions by two or more
persons.”
– George Terry
Communication is defined as “the process of passing information and understanding from
one person to another, it is essentially a bridge of meaning between people. By using the
bridge of meaning a person can safely cross the river of misunderstanding.”
– Keith Davis
Effective communication is “purposive interchange, resulting in workable understanding and
agreement between the sender and receiver of a message”.
– George Vardman

“Communication is interchange of thoughts, opinions, or information, by speech, writing, or

signs”. – Robert Anderson
Communication is the process by which information is passed between individuals and/ or
organizations by means of previously agreed symbols. – Peter Little

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Role of Communication
The success of an endeavour hinges on the ability to communicate effectively in today's fast
paced life, everyone is asked to do more with less. In such a scenario effective communication
holds the key. Effectively communication centers round the usage of words, speed of delivery
of words, pitch modulation and body language. Using the right tools to communicate the right
messages at the right time can salvage crises and motivate people to work towards success.
Effective communication is an essential component for organization success, whether it is the
interpersonal intra group organization or external levels. Poor communication skills, low
confidence levels and improper body language have resulted out in the job race.
The communication undertaken in the process of this activity is termed as business
communication. From the very inception of the idea of the Business, to run the day-to-day
activities of the Business, communication is involved. It includes oral, written, formal,
informal, upward, downward, lateral, diagonal, inward outwards as well as nonverbal
communication.
1) The Basis of Co-ordination: The manager explains to the employees the organizational
goals, modes of their achievement and also the interpersonal relationships amongst them.
This provides coordination between various employees and also departments. Thus,
communications act as a basis for coordination in the organization.
2) Fluent Working: A manager coordinates the human and physical elements of an
organization to run it smoothly and efficiently. This coordination is not possible without
proper communication.
3) The Basis of Decision Making: Proper communication provides information to the manager
that is useful for decision making. No decisions could be taken in the absence of information.
Thus, communication is the basis for taking the right decisions.
4) Increases Managerial Efficiency: The manager conveys the targets and issues instructions
and allocates jobs to the subordinates. All of these aspects involve communication. Thus,
communication is essential for the quick and effective performance of the managers and the
entire organization.
5) Increases Cooperation and Organizational Peace: The two-way communication process
promotes co-operation and mutual understanding amongst the workers and also between
them and the management. This leads to less friction and thus leads to industrial peace in the
factory and efficient operations.
6) Boosts Morale of the Employees: An efficient system of communication enables the
management to motivate, influence and satisfy the subordinates which in turn boosts their
morale and keeps them motivated. subordinates which in turn boosts their morale and keeps
them motivated.
Nature of Communication
1) It is a process: The term process has been defined as an identifiable flow of interrelated
events moving over time towards some goal or an end. Accordingly, communication is a
process in which there are some identifiable inter-related events which starts with the sender.
Then it moves by encoding messages, through some channel till the receiver receives the
massage and ends with the feedback.
2) It is inevitable: Communication is essential physically, socially and psychologically. If an
individual is provided all physical comforts but is not allowed to read, write, speak and listen,
he will become mentally retarded.
3) Meaning Based: communication is meaning-based. As has been very succinctly said by a
specialist, “The most immediate need for communication is to be able to refer to things in the

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real world, that is, to be able to name things, states, events, attributes, using words”. In
addition, we must be able to link words together so as to make meaningful sentences and
language. Hence, there is a need to be clearheaded about what we want to say.
4) Communication is intentional as well as unintentional: While some communication is
intended, that is, it is purposely done, much of the communication may be unintentional, that
is, we might convey, in many ways, even what we don’t wish to communicate.
5) Communication is systematic: Every component of Communication is affected by the
other. The one who sends the message, the message itself as well as the receiver of the
message; all are interrelated and affected by each other.
6) Communication is a social process: Human being is a social animal. He cannot live in
isolation. Communication is a process which helps the human being to interact and socialize.
Hence, it is a social process.
7) Dynamic Process: Dynamic means “ever changing”. Communication is not a constant, one-
time event. It is a dynamic process, which is changing all the time.
8) Continuous Process: Communication is a continuous process. More often than not, it is
repeated to achieve the desired results. It is an ongoing process, in which one interaction is
followed by the other.
Classification of Communication
1) Intrapersonal communication: Intrapersonal communication takes place within a single
person, often for the purpose of clarifying ideas or analyzing a situation. Other times,
intrapersonal communication is undertaken in order to reflect upon or appreciate something.
2) Interpersonal Communication: Interpersonal communication involves a direct face-to-face
relationship between the sender and receiver of a message, who are in an interdependent
relationship. Because of interpersonal communication’s immediacy (it is taking place now)
and primacy (it is taking place here), it is characterized by a strong feedback component.
3) Group Communication: Communication with a limited number of other persons during
which information is shared, ideas developed, decisions made, and/or problems solved.
Group communication refers to communication between 3 or more individuals. Small group
communication includes numbers from 3 to about 20 people, and large group communication
includes numbers larger than that.
4) Mass Communication: It occurs when the message is sent to large groups of people, for
example, by newspaper, radio, or television. In this process, each person becomes a faceless
individual with almost no opportunity for personal response or feedback.
5) Verbal communication: Verbal communication refers to the form of communication in
which message is transmitted verbally; communication is done by word of mouth and a piece
of writing. Objective of every communication is to have people understand what we are
trying to convey. Verbal Communication is further divided into:
a) Oral Communication: Oral communication is the process of verbally transmitting
information and ideas from one individual or group to another. Oral communication describes
any type of interaction that makes use of spoken words, and it is a vital, integral part of the
business world
b) Written Communication: Written communication involves any type of message that makes
use of the written word. Written communication is the most important and the most effective
of any mode of business communication.
6) Non-verbal communication: It includes using of pictures, signs, gestures, and facial
expressions for exchanging information between persons. It is done through sign language,
action language, or object language. Non-verbal communication flows through all acts of

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speaking or writing. It is a wordless message conveyed through gestures (sign), movements

(action language), and object language (pictures/clothes) and so on. Further non-verbal
communication can be identified by personal space (proxemics), sense of smell (olfactics) and
time (chronemics).
7) Meta Communication: Here the speaker’s choice of words unintentionally communicates
something more than what the actual words state. For example, a flattering remark like “I’ve
never seen you so smartly dressed” could also mean that the regular attire of the listener
needed improvement.
8) Formal Communication: A formal channel of communication can be defined as a means of
communication that is formally controlled by managers or people occupying positions in an
organization. The communication flows through formal channels, that is, officially recognized
positions along the line in the organization. This ensures that the information flows orderly,
timely, and accurately. Any information, decision, memo, reminder etc. will follow this path.
9) Informal Communication: Side by side with the formal channel of communication every
organization has an equally effective channel of communication that is the informal channel.
It is not officially sanctioned, and quite often it is even discouraged or looked down upon.
10) Downward Communication: The Communication that flows from Top to Bottom is known
as downward communication. Any organization has an inbuilt hierarchical system, and in that,
in the first instance, communication invariably flows downwards.
11) Upward Communication: The Communication that flows from bottom to top, which is
from lower hierarchical level to higher level, is called Upward Communication. The main
function of upward communication is to supply information to the upper levels about what is
happening at the lower levels. It is just the reverse of the previous dimension.
12) Horizontal/Lateral Communication: When communication takes place between two or
more persons who are subordinates working under the same person, or those who are
working on the same level, it is called lateral or horizontal communication.
Purpose of Communication
The objectives or purposes of business communication would include the following:
1) Communication to inform: Communication is a method that allows people to exchange
information by one of numerous methods. People communicate to satisfy needs in together
their work and non-work lives. People want to be heard, to be appreciated and to be wanted.
2) To persuade: Businesses work through persuasion. It is important to persuade employees
to work efficiently, to persuade customers to buy our product and so on. The objective of
communication may be to persuade.
3) To educate: To disseminate knowledge and develop skills and attitudes among people
working in the organization may be another objective of communication.
4) To train: Communication is an integral part of any training Programme. Training is required
to achieve proficiency in specific skills. Instruction, demonstration, practice and discussion
during training require communication as an integral part.
5) To motivate: High level of morale and motivation are a must to ensure high levels of
productivity and efficiency on a sustainable basis. Communication provides a means to keep
motivation levels high.
6) To integrate: Large business organizations have different business units, departments and
territorial divisions, pursuing different targets. Communication provides the means for an
integrated approach in pursuing organizational goals.

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7) To relate: Good business relations are a must for the continued success of any business
organsiation. Communication provides the means for building and nurturing mutually
beneficial relationships.
Process of Communication
The earliest conceptualization of communication involved the following five basic
questions:
• Who?
• Says What?
• On which Channel?
• To whom?
• With what effect?

According to linear view, a receiver passively receives the message and acts as directed or
desired by the sender. Communication is intended to control/manipulate the receiver. It is
assumed that the message, while passing through the medium chosen by the sender, reaches
the receiver without any distortion or change.
2) Shannon –Weaver Model:
In 1948, Shannon was an American mathematician, electronic engineer and Weaver was an
American scientist both of them join together to write an article in “Bell System Technical
Journal” called “A Mathematical Theory of Communication” and also called as “Shannon-
Weaver model of communication”. This model is specially designed to develop the effective
communication between sender and receiver. Also, they find factors which affecting the
communication process called “Noise”. At first the model was developed to improve the
Technical communication. Later it’s widely applied in the field of Communication.

a) Sender: The originator of message or the information source selects desire message.
b) Encoder: The transmitter which converts the message into signals.
c) Decoder: The reception place of the signal which converts signals into message. A reverse
process of encode.
d) Receiver: The destination of the message from sender.

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e) Noise: The messages are transferred from encoder to decoder through channel. During
this process the messages may distracted or affected by physical noise like horn sounds,
thunder and crowd noise or encoded signals may distract in the channel during the
transmission process which affect the communication flow or the receiver may not
receive the correct message.
3) Two Way Communication process
Any form of communication between two parties, both of whom can send and receive
messages. The two-way communication process involves the transmission of a message from
a sender to a receiver and back. Communication may take place through speech, hand signals
or other form.

Elements of Communication
Following are the elements of the communication
1) Source/Sender: The source of the communication transaction is the originator of the
message. Also known as the sender of information, the source initiates the communication
process.
2) Message: In the simplest sense, a message may be thought of as an idea, concept, emotion,
desire, or feeling that a person desires to share with another human being. A message may
be in verbal or non-verbal codes.
3) Encoding: The encoding process involves translating an idea or the meaning of an idea (i.e.,
a mental state) that has to be communicated (i.e., to translate what has to be communicated),
so that it can be communicated to another person.
4) Channel: A channel is the means by which a message moves from a person to another. The
channel is the medium or vehicle by which we are able to transmit the message to the
recipient.
5) Receiver: The receiver gets the message channeled by the source of information. In a one
way communication process, he is in the other end. But in a dynamic communication process
the receiver may start to share his ideas and hence become also a source of information for
the originator of the message.
6) Decoding: Decoding process means to translate what has been communicated so that it
has meaning to the receiver.
7) Feedback: Feedback is that integral part of the human communication process that allows
the speaker to monitor the process and to evaluate the success of an attempt to get the

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desired response from the receiver. Also called “return signals,” it has a regulatory effect
upon the speaker since the speaker must adjust to the feedback responses in order to be
successful.
8) Noise: The messages are transferred from encoder to decoder through channel. During
this process the messages may distracted or affected by physical noise like horn sounds,
thunder and crowd noise or encoded signals may distract in the channel during the
transmission process which affect the communication flow or the receiver may not receive
the correct message.
Characteristics/Principles of Successful Communication
Communication can be effective only of the receiver receives the message on the same form
and context as is sent by the sender. When there is no mistake in interpretation and the
sender gets the correct feedback, then communication can be termed as effective. To
compose effective Oral and Written messages, one must apply certain communication
principles. These principles provide guidelines for choice of content and style of presentation,
adapted to the purpose and receiver of the message. To some extent, the principles overlap
because they are based on a common concern for the audience, whether that audience
consists of listeners or readers.
1) Completeness
Complete communication develops and enhances reputation of an organization. Moreover,
they are cost saving as no crucial information is missing and no additional cost is incurred in
conveying extra message if the communication is complete. A complete communication
always gives additional information wherever required. It leaves no questions in the mind of
receiver. Complete communication helps in better decision-making by the audience/ readers/
receivers of message as they get all desired and crucial information.
2) Conciseness
Conciseness is saying what you have to say in fewest possible words. A concise message is
complete without being wordy. The message to be communicated should be as brief and
concise as possible. Weighty language definitely sounds impressive, but people would be
suitably impressed into doing precisely nothing. As far as possible, only simple and brief
statements should be made. Excessive information can also sway the receiver into either a
wrong direction or into inaction. Quantum of information should be just right, neither too
much nor too little.
❑ Use single word substitutes instead of phrases.
Wordy : At this time
Concise : Now
Wordy: Due to the fact that
Concise: Because.
❑ Omit trite, unnecessary expressions
Wordy :Please be advised that your admission statement was received.
Concise: Your admission statement has been received.
Wordy : Allow me to say how helpful your response was.
Concise : Your last response was helpful.
❑ Replace wordy conventional statements with concise versions.
Wordy: Please find attached the list you requested.
Concise: The list you requested is attached.
Wordy: Such refreshing comments are few and far between.
Concise: Such refreshing comments are scarce.

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❑ Omit ‘which’ and ‘that’ clauses whenever possible:

Wordy: She bought desks that are of the executive type.
Concise: She bought executive –type desks
3) Consideration
Consideration means preparing every message after keeping the receiver in mind, by putting
yourself in their place. A considerate person does not loose temper, does not accuse others
and is aware of the desires, circumstances, emotions and requests of the receiver. The sender
has to be tactful and sincere, use expressions that show respect, emphasize the fact, be aware
of the feelings of others. In business world, almost everything starts and ends with courtesy
and consideration. Much can be accomplished if tact, diplomacy and appreciation of people
are woven in the message.
Specific ways to indicate consideration are as follows:
• Focus on “You” instead of “I” and “We”.
• Show audience benefit or interest in the receiver.
• Emphasize positive , pleasant facts.
• Focus on “You” instead of “I” and “We”.
• Using “You” does help project a you –attitude, but overuse can lead to a negative
reaction.
Creating you-attitude may require avoiding telling others how they feel, assuming you know
their needs.
• We- attitude: I am delighted to announce that we will be extending our hours to make
shopping more convenient.
• You- attitude: You will be able to shop evenings with the extended hours.
• I -attitude: I live less than 15 minutes from your office, which is convenient for me.
• You-attitude: Your location is so convenient, I would have no trouble arriving on time ,
even in bad weather
4) Concreteness
Communicating concretely means being specific, definite and vivid rather that vague and
general. Often it means using denotative (direct, explicit) rather than connotative words
(ideas or notions suggested by or associated with a word or phrase). Guidelines for composing
concrete and convincing message.
• Use specific facts and figures.
• Put actions in your verbs.
• Choose vivid, image –building words.
• Use specific facts and figures.: Whenever possible use concrete facts and figures in
place of general statements in oral as well as written communication.
• Vague statement: Students’ GMAT scores are higher.
• Concrete/precise statement: In 2009 the GMAT scores averaged 600; by 2010 they
had risen to 610.
5) Clarity
Clarity of ideas adds much to the meaning of the message. The first stage is clarity in the mind
of the sender. The next stage is transmission of the message in a manner which makes it
simple for the receiver to comprehend. The mind of the sender as well as the message should
be clear.
Clarity is achieved in part through a balance between precise language and familiar language.
Simple language, words and expressions should be used. Choose familiar words. Familiar

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words are often conversational and appropriate for the situation, so they make a good part
of speech or written communication.
Technical terms and business jargon may be used in professional situations, but it should be
avoided if the communication is with the person who is not acquainted with the terminology.
6) Courtesy
Courtesy involves being aware not only of the perspective of others, but also their feelings.
Courtesy stems from a sincere you - attitude. It is politeness that grows out of respect and
concern for others. Guidelines to achieve courteous manner

• Be sincerely tactful, thoughtful and appreciative.

• Use expressions that show respect.
• Choose nondiscriminatory expressions.
7) Correctness
Message should not contain any wrong information; it should be authentic. Choose the right
level of Language. At the time of encoding, the sender should ensure that his knowledge
about the receiver is comprehensive. The level of knowledge, educational background and
status of the decoder help the encoder in formulating his message. In case of discrepancy
between the usage and comprehension of terms, miscommunication can arise. If the sender
decides to back up his communication with facts and figures, there should be accuracy in
stating the same. The term correctness, as applied to business messages also mean three
characteristics
• Use the right level of language
• Check the accuracy of figures, facts and words
• Maintain acceptable writing mechanics
Barriers to Communication
Communication is the process of transfer of ideas and expressions from one person to
another. It is the way of self-expression. The information to be communicated should be clear
and accurate. If an individual sends the message, and the other one receives it and interprets
it in the same way as the sender had intended to express, the process of communication is
said to be complete and successful. However, Communication is not always successful.
Certain barriers in communication affect the clarity, accuracy and effectiveness of the
message. These barriers hamper the growth of communication and relegate it to the status
of a conversation where feedback is not expected. If either the speaker or the listener has
problems in adjusting his frequency with the co-interactants, barriers would automatically be
erected.
1. Physical Barriers: A communication is a two-way process, distance between the sender and
the receiver of the message is an important barrier to communication. Noise and
environmental factors also block communication.
2. Personal Barriers: Personal factors like difference in judgment, social values, inferiority
complex, bias, attitude, pressure of time, inability to communicate, etc. widen the
psychological distance between the communication and the communicate. Credibility gap,
i.e., inconsistency between what one says and what one does, also acts as a barrier to
communication.
3. Semantic or Language Barriers: Semantic is the science of meaning. The same words and
symbols carry different meanings to different people. Difficulties in communication arise
when the sender and the receiver of the message use words or symbols in different senses.
The meaning intended by the sender may be quite different from the meaning followed by

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the receiver. People interpret the message in terms of their own behaviour and experience.
Sometimes, the language used by the sender may not at all be followed by the receiver.
4. Status Barriers (Superior-Subordinate Relationship): Status or position in the hierarchy of
an organisation is one of the fundamental barriers that obstruct free flow of information. A
superior may give only selected information to his subordinates so as to maintain status
differences. Subordinates, usually, tend to convey only those things which the superiors
would appreciate. This creates distortion in upward communication.
Such selective communication is also known as filtering. Sometimes, “the superior feels that
he cannot fully admit to his subordinates those problems, conditions or results which may
affect adversely on his ability and judgment. To do so would undermine his position as a
superior being in the formal organisation.”
5. Organisational Structure Barriers: Effective communication largely depends upon sound
organisational structure. If the structure is complex involving several layers of management,
the breakdown or distortion in communication will arise. It is an established fact that every
layer cuts off a bit of information. In the words of W.C. Bennis, “Communication gets distorted
particularly as it goes up the hierarchy.”
6. Barriers Due to Inadequate Attention: Inadequate attention to the message makes
communication less effective and the message is likely to be misunderstood. Inattention may
arise because of over business of the communicate or because of the message being contrary
to his expectations and beliefs. The simple failure to read notices, minutes and reports is also
a common feature.
7. Premature Evaluation: Some people have the tendency to form a judgement before
listening to the entire message. This is known as premature evaluation. “half-listening is like
racing your engine with the gears in neutral. You use gasoline but you get nowhere.”
Premature evaluation distorts understandings and acts as a barrier to effective
communication.
8. Emotional Attitude: Barriers may also arise due to emotional attitude because when
emotions are strong, it is difficult to know the frame of mind of other person or group.
Emotional attitudes of both, the communicator as well as the communicate, obstruct free
flow of transmission and understanding of messages.
9. Resistance to Change: It is a general tendency of human beings to stick to old and
customary patterns of life. They may resist change to maintain status quo. Thus, when new
ideas are being communicated to introduce a change, it is likely to be overlooked or even
opposed. This resistance to change creates an important obstacle to effective
communication.
10. Barriers Due to Lack of Mutual Trust: Communication means sharing of ideas in common.
“When we communicate, we are trying to establish commonness.” Thus, one will freely
transfer information and understanding with another only when there is mutual trust
between the two. When there is a lack of mutual trust between the communicator and the
communicate, the message is not followed. Credibility gaps, i.e., inconsistency in saying and
doing, also cause lack of mutual trust which acts as a basic obstacle to effective
communication.
11. Other Barriers: There may be many other barriers, such as un-clarified assumptions, lack
of ability to communicate, mirage of too much knowledge or closed minds, communication
overload, shortage of time, etc., which cause distortion or obstruction in the free flow of
communication and thus make it ineffective. Failure to retain or store information for future
use becomes a barrier to communication when the information is needed in future.

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Importance of Communication in Management

Effective Communication is significant for managers in the organizations so as to perform the
basic functions of management, i.e., Planning, Organizing, Leading and Controlling.
Communication helps managers to perform their jobs and responsibilities. Communication
serves as a foundation for planning. All the essential information must be communicated to
the managers who in-turn must communicate the plans so as to implement them.
Organizing also requires effective communication with others about their job task. Similarly,
leaders as managers must communicate effectively with their subordinates so as to achieve
the team goals. Controlling is not possible without written and oral communication.
Some Important Functions of Managing
There is enough disagreement among management writers on the classification of managerial
functions. Newman and Summer recognize only four functions, namely, organizing, planning,
leading and controlling. Henri Fayol identifies five functions of management, viz. planning,
organizing, commanding, coordinating and controlling. Luther Gulick states seven such
functions under the catch word "POSDCORB' which stands for planning, organizing, staffing,
directing, coordinating, reporting and budgeting. Warren Haynes and Joseph Massie classify
management functions into decision-making, organizing, staffing, planning, controlling,
communicating and directing. Koontz and O'Donnell divide these functions into planning
organizing, staffing, directing and controlling. For our purpose, we shall designate the
following six as the functions of a manager: planning, organizing, staffing, directing,
coordinating and controlling.
1. Planning
The planning function involves the process of defining goals, establishing strategy for
achieving those goals, and developing plans to integrate and coordinate activities. It is
deciding in the present about the future objectives and the courses of action for their
achievement.
It thus involves:
• Determination of long and short-range objectives;
• Development of strategies and courses of actions to be followed for the achievement
of these objectives; and
• Formulation of policies, procedures, and rules, etc., for the implementation of
strategies, and plans.
The organizational objectives are set by top management in the context of its basic purpose
and mission, environmental factors, business forecasts, and available and potential resources.
These objectives are both long-range as well as short-range. They are divided into divisional,
departmental, sectional and individual objectives or goals. This is followed by the
development of strategies and courses of action to be followed at various levels of
management and in various segments of the organization. Policies, procedures and rules
provide the framework of decision making, and the method and order for the making and
implementation of these decisions.
2. Organizing
It includes the process of determining what tasks are to be done, who is to do them, how the
tasks are to be grouped, who reports to whom at what level decisions are made. While,
planning decides what management wants to do, organizing provides an effective machine
for achieving the plans. Organizing thus involves the following sub-functions:

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• Identification of activities required for the achievement of objectives and

implementation of plans.
• Grouping the activities so as to create self-contained jobs.
• Assignment of jobs to employees.
• Delegation of authority so as to enable them to perform their jobs and to command
the resources needed for their performance.
• Establishment of a network of coordinating relationships.
3. Staffing
Staffing involves filling the positions needed in the organisation structure by appointing
competent and qualified persons for the job. This needs manpower planning, scientific
selection and training of personnel, suitable methods of remuneration and performance
appraisal. It comprises several sub functions:
• Manpower planning involving determination of the number and the kind of personnel
required.
• Recruitment for attracting adequate number of potential employees to seek jobs in
the enterprise.
• Selection of the most suitable persons for the jobs under consideration.
• Placement, induction and orientation.
• Transfers, promotions, termination and layoff.
• Training and development of employees.
4. Directing
Direction involves managing managers, managing workers and the work through the means
of motivation, proper leadership, effective communication as well as co-ordination. A
manager must develop the ability to command and direct others. The function of directing
thus involves the following sub-functions:
• Communication
• Motivation
• Leadership
5. Coordination
Coordinating is the function of establishing such relationships among various parts of the
organization that they all together pull in the direction of organizational objectives. It is thus
the process of tying together all the organizational decisions, operations, activities and efforts
so as to achieve unity of action for the accomplishment of organizational objectives.
Coordination, as a management function, involves the following sub-functions:
• Clear definition of authority-responsibility relationships
• Unity of direction
• Unity of command
• Effective communication
• Effective leadership
6. Controlling
Control is the process of measuring actual results with some standard of performance,
finding the reason for deviations of actual from desired result and taking corrective action
when necessary. Thus, controlling enables the realization of plans. A manager must adopt
the following steps in controlling:
• Identify potential problems.
• Select mode of control.
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• Evaluate performance in terms of planning.

• Spot significant deviations.
• Ascertain causes of deviations.
• Take remedial measures.
Managing and Communicating
Managing is unified, organized and cooperative system committed to the achievement of
common goals. The sense of unity of purpose and commitment to a single organizational goal
can be developed only through inspiring and persuasive power of communication.
Need For Communication in Management
Following points explain Need for communication in an organization
• To increase employees’ job performance and effectiveness by updating their
knowledge
• To promote employees’ sense of belonging and commitment
• To effect changes smoothly
• To motivate and create a sense of identification with the organization’s goals
• To inform and convince employees about decisions and the reasons behind those
decisions
• To develop employees’ clear understanding of their roles and future growth
opportunities in the organization
• To empower employees with information on development and activities
Communication structure in an organization
In business organizations, the effectiveness of a organization depends upon the extent to
which the necessary information reaches the concerned person at the right time. Every
organization creates a network for information to pass through its different levels of authority
and functional heads and units. The information passes through the organizational Pyramid

N
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Key direction with respect to organizational communication

• Directional
• Formal and Informal
1) Directional: In directional communication there are two types:
I) Vertical Communication
a) Vertically Downward Communication: The Communication that flows from Top to Bottom
is known as downward communication. Any organization has an inbuilt hierarchical system,
and in that, in the first instance, communication invariably flows downwards.
Written Oral

Instructions Instructions

Memo Speeches

Letters Meetings

Handbooks Telephone

Pamphlets

Policy statements

Procedures

Electronic news display

b) Vertical Upward Communication: The Communication that flows from bottom to top,
which is from lower hierarchical level to higher level, is called Upward Communication. The
main function of upward communication is to supply information to the upper levels about
what is happening at the lower levels. It is just the reverse of the previous dimension.
Following are upward communications in organizations.
• Requests
• Reports
• Proposals
• Feedback
• Suggestion box
• Exit interviews
• Grievance committee
II) Horizontal Communication
Transfer of information horizontally from one department to the other. Main objective is
developing teamwork and promoting group coordination within an organization. Carried out
through informal discussions, management gossip, telephone calls, teleconferencing, memos,
routine meetings. When communication takes place between two or more persons who are
subordinates working under the same person, or those who are working on the same level, it
is called lateral or horizontal communication.

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2) Formal Channel of Communication

A formal channel of communication can be defined as a means of communication that is
formally controlled by managers or people occupying positions in an organization. The
communication flows through formal channels, that is, officially recognized positions along
the line in the organization. This ensures that the information flows orderly, timely, and
accurately. Any information, decision, memo, reminder etc. will follow this path. Formal
lines of communication in an organization comprise-
• Line Relationship
• Functional Relationship
• Staff Relationship
Advantages
• Satisfy the information needs of the organization
• Integrates the organization
• Coordination and control
• Sorts the information for high level executives
• Restricts unwanted flow of information
• Reliability and accuracy of information
Disadvantages
• Time consuming and expensive
• Increases the workload of line supervisor
• Information may get distorted
• Creates gaps between top executives and lower subordinates.
4) Informal Channel of Communication
Side by side with the formal channel of communication every organization has an equally
effective channel of communication that is the informal channel. It is not officially sanctioned,
and quite often it is even discouraged or looked down upon. Along with formal channel, every
organization has informal channel of communication that is equally effective. Not officially
sanctioned and quite often discouraged or looked down upon. Named as grapevine as it runs
in all directions.
Informal communications usually flow through i) Chat and ii) Grapevine
i) Chat: The horizontal or lateral relationship relates to communication between peer group
managers from department or within the same department, that carries out different
activities.
ii) Grapevine: Informal channels transmit official news through unofficial and informal
communicative interactions known as grapevine. Includes teatime gossip, casual gatherings,
and lunch time meetings. Such channels more active in organizations which are not
transparent
a) Single strand or straight chain: Single strand network is an information network where one
person will tell a message to another person and he will communicate it to another one
person. The third person also will tell the same message to another one person.
b) Gossip or star chain: Here all the persons in the communication network tell one another
informally. In this network someone stays in the center of the system. He is the main or pivotal
person.
c) Probability chain: Probability network is an informational network where each of the
individual randomly tells others the same message. The source of information for each of the
person hearing the message is different.

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d) Cluster chain: Cluster network is an informational network where someone first tells the
message to the selected individuals and those selected individuals pass the same information
to other selected individuals and the process continue in the same way. Most of the informal
communication follows this chain.

INFORMAL NETWORK MODEL (GRAPEVINE)

Merits of Informal/ Grapevine Communication

• Strengthens the solidarity of workers
• Provides emotional relief
• Speedy transmission
• Support to other channels
• Less expensive than formal channels
• May give some information that you may find otherwise difficult to collect through
formal channels
• Quick Feedback
Demerits of Informal/ Grapevine
• Less credible
• Incomplete Information
• Distorted information
• Fast spreading nature can cause damage to the organization
• Loss and wastage of time
• May hurt people

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Communication in Conflict Resolution

Conflict: Social interaction of two or more interdependent parties who perceive incompatible
goals. The dissimilarity in the ideas and opinions of individuals result in a conflict.
Communication has a big role to play in conflict management. It has been observed that poor
communication always results in misunderstandings and eventually conflicts.
Role of Communication in Conflict Resolution
Communication has a big role to play in conflict management. It has been observed that poor
communication always results in misunderstandings and eventually conflicts.
• Be very clear and straightforward what you expect from the other person-
• Communication must not be done with members separately but must be on a
common platform so that everyone gets the same picture.
• Never be loud and always be very careful about your pitch and tone
• An individual must not assume things on his own and overreact on petty issues
In situations of crisis and potential conflict always remember star: STOP, THINK, ANALYSE,
RESPOND
Conflict Resolution Strategies
• AVOID Wait/See
• FORCE Win/Lose
• ACCOMMODATE Lose/Win
• COMPROMISE Lose/Win
• COLLABORATE Win/Win
The Five Steps in Resolving Conflict
• Pray about the Problem Together
• Clarify the Issues – Focus on the Needs and Goals
• Understand Each Other’s Perspective
• Break the Conflict into Small Steps
• Give and Take
Communication in Crisis
Crisis: Any situation that is threatening or could threaten to harm people or property,
seriously interrupt business, damage reputation or negatively impact share value. Every
organization is vulnerable to crises. "Crisis management" plans while conducting a "crisis
document audit," what we often find is a failure to address the many communications issues
related to crisis/disaster response.
The 10 Steps/Phases of Crisis Communications
I. PRE-CRISIS
1. Anticipate Crises: If you’re being proactive and preparing for crises, gather your Crisis
Communications Team for intensive brainstorming sessions on all the potential crises that
could occur at your organization.
2) Identify Crisis Communications Team: A small team of senior executives should be
identified to serve as your company's crisis communications team. Ideally, the team will be
led by the company CEO.
3. Identify and Train Spokespersons: Categorically, any organization should ensure, via an
appropriate policy and training, that only authorized spokespersons speak for it, and this is
particularly important during a crisis. Each crisis communications team should have people
who have been pre-screened, and trained, to be the lead and/or backup spokespersons for
different channels of communications.

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All organizational spokespersons during a crisis situation must have:

• The right skills
• The right position
• The right training
4) Spokesperson Training
All stakeholders, internal and external, are just as capable of misunderstanding or
misinterpreting information about your organization as the media, and it’s your responsibility
to minimize the chance of that happening.
Spokesperson training teaches you to be prepared, to be ready to respond in a way that
optimizes the response of all stakeholders.
5) Establish Notification and Monitoring Systems: The organizations needs to establish the
notification systems and monitoring systems. It ensures proper information at the right time.
6) Identify Stakeholders: Organizations Need to identify the stakeholders. It ensures that they
receive the messages you would like them to repeat elsewhere.
7) Develop Holding Statements: While full message development must await the outbreak of
an actual crisis, “holding statements,” messages designed for use immediately after a crisis
breaks, can be developed in advance to be used for a wide variety of scenarios to which the
organization is perceived to be vulnerable.
II. POST CRISIS
8) Assess the Crisis Situation: The organization needs to assess the crisis situation. It helps to
understand the detail situation. It helps to know actual reasons of problems
9) Finalize and Adapt Key Messages: With holding statements available as a starting point,
the Crisis Communications Team must continue developing the crisis-specific messages
required for any given situation. The team already knows, categorically, what type of
information its stakeholders are looking for.
10) Post-Crisis Analysis: A formal analysis of what was done right, what was done wrong,
what could be done better next time and how to improve various elements of crisis
preparedness is another must-do activity for any Crisis Communications Team.
Communication and Negotiation
Negotiation is nothing but a discussion among individuals to reach to an alternative which
would satisfy all. An effective communication is directly proportional to an effective
negotiation. The better the communication is the better the negotiation would be. Discussion
does not mean fighting and shouting, instead it is simply the exchange of one’s ideas, thoughts
and opinions with each other.
Communication is a two-way street that requires everyone involved to exchange messages.
To negotiate more effectively, one must relate to the other party with strong communication
skills. The negotiation process presents the best opportunity to exhibit good communication
skills, mainly because of a continuous exchange of ideas, proposals and concessions until the
parties reach an agreement.
Effective Negotiation through Effective Communication
• Organizing Thoughts
• Not to think About It; Think Through It
• Recognizing that Actions Speak Louder than Words
• Concise
• Always Translating Message into Benefits for the Other Party
• Listening Carefully to the Other Party
• Proposal

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• Counteroffer
• Bargaining
• Word Choice
Communication in Cross Cultural Setting
Cross-cultural communication has become strategically important to companies due to the
growth of global business, technology and the Internet. Understanding cross-cultural
communication is important for any company that has a diverse workforce or plans on
conducting global business. This type of communication involves an understanding of how
people from different cultures speak, communicate and perceive the world around them.
Cross-cultural communication in an organization deals with understanding different business
customs, beliefs and communication strategies. Language differences, high-context vs. low-
context cultures, nonverbal differences and power distance are major factors that can affect
cross-cultural communication.
The ability to communicate cross-culturally is important for initiating and developing business
relationships. Through modern technology, more businesses are forming global partnerships
and developing sales internationally. Because of the diversity of cultures present in most
American cities, even those businesses that operate only domestically need to be aware of
cultural nuances when seeking new customers or hiring new employees.
Communication in Cross Cultural -Elements
1) Culture and Communication
Thus, the study of cross-cultural communication was originally found within businesses and
government, both seeking to expand globally. Businesses began to offer language training to
their employees and programs were developed to train employees to understand how to act
when abroad.
2) Nonverbal Differences
Gestures and eye contact are two areas of nonverbal communication that are utilized
differently across cultures. Companies must train employees in the correct way to handle
nonverbal communication as to not offend other cultures.
3) Language Differences
The biggest issue dealing with cross-cultural communication is the difficulty created by
language barriers. Additionally, companies that have to deal with cross-cultural
communication can hire employees with proficiency in other languages.
4) High Vs Low Context Culture
The concept of high- and low-context culture relates to how an employee's thoughts,
opinions, feelings, and upbringing affect how they act within a given culture. North America
and Western Europe are generally considered to have low-context cultures. This means that
businesses in these places have direct, individualistic employees who tend to base decisions
on facts. This type of businessperson wants specifics noted in contracts and may have issues
with trust. High-context cultures are the opposite in that trust is the most important part of
business dealings. There are areas in the Middle East, Asia and Africa that can be considered
high context. Organizations that have high-context cultures are collectivist and focus on
interpersonal relationships. Individuals from high-context cultures might be interested in
getting to know the person they are conducting business with in order to get a gut feeling on
decision making. They may also be more concerned about business teams and group success
rather than individual achievement.

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Questions
3 Marks
1) Define Communication
2) What is Intrapersonal communication?
3) What is Interpersonal Communication?
4) What is Group Communication?
5) What is Mass Communication?
6) What is Verbal communication?
7) What is Oral Communication?
8) What is Written Communication?
9) What is Non-verbal communication?
10) What is Meta Communication?
11) What is Formal Communication?
12) What is Informal Communication?
13) What is Downward Communication?
14) What is Upward Communication?
15) What is Horizontal/Lateral Communication?
16) What do you mean by Two Way Communication process?
17) What is Vertically Downward Communication?
18) What is Vertical Upward Communication?
7 Marks
1) Discuss the Purpose of Communication
2) List out the Need for Communication in Management
3) Explain Communication structure in an organization
4) Write a note on Formal Channel of Communication
5) How Informal Channel of Communication flows in an organisation?
6) Informal Network Model of Communication in an organisation
7) List out Merits and Demerits of Informal communication
8) Write Short note on Communication in Conflict Resolution
9) Write Short note on Communication in Crisis
10) Write a short note on Communication and Negotiation
11) Write a short note on Communication in Cross Cultural Setting
10 Marks
1) Discuss the Role of Communication
2) Explain Nature of Communication
3) Explain Different types of Communication
4) Explain the process of Communication
6) What are the elements of Communication?
Explain the Principles of Successful Communication
8) Explain different Barriers to Communication
9) Identify and Substantiate the Important Functions of Management
10) Explain organizational communication structure with respect Key direction
11) What are the Phases of Crisis Communications
12) Explain different elements of Cross-Cultural Communication

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